A
25-year decline in cigar consumption sharply reversed in
1991. This trend is problematic because medical research has
linked cigar use to several serious health risks including
laryngeal, oral, and esophageal cancer. The increasing
popularity of cigars is evident in numerous arenas. A
growing number of social events, magazines, internet sites,
and clubs focus on cigars. Many popular writers associate
cigar smoking with affluence and sex appeal. Yet there is
limited scientific information on specific public
perceptions and beliefs contributing to cigar use.

As
part of a multifaceted research effort, the present
qualitative study consisted of exploratory focus groups
designed to pinpoint demographic and perceptual factors,
beyond or instead of those identified through existing
sources, which appear important in assessing cigar use
patterns. Thirty-six adult cigar smokers attended a set of
focus groups addressing topics such as where participants
smoke most frequently, what attracted them to cigars,
perceptions around health risks, the impact of media
messages, peer and family influences, and the social
status/processes associated with cigars.

In
part, results suggest that peers, especially older siblings,
strongly influence initial and continued cigar use among
younger (18-24 year old) smokers. A majority of smokers
reported they seldom smoke alone and see cigar use as a
"social lubricant" allowing them to meet others more easily.
In addition, a majority reported that cigar use gives them a
strong image of success and sophistication. Most
participants also said that the positive media portrayals of
cigar use influence them, even though roughly half believed
that some celebrities portrayed in cigar magazines do not
actually smoke. Older, long-term cigar smokers tended to
attribute less influence to social and media cues and were
more likely to report smoking alone.

A
majority of respondents, particularly in the younger age
groups, said they believe cigars to be a safe, non-addictive
alternative to cigarettes because they do not inhale and
tend to smoke on special occasions rather than on a daily
basis. They cited cigar-smoking celebrities known for their
physical fitness or longevity as evidence that cigar use is
not harmful. A majority of focus group participants did,
however, acknowledge they lacked clear and substantial
information on cigar-related health risks and said such
information should be more accessible.